Top Reasons Brands Should Work With Influencers

A 2024 survey of U.S. social shoppers found that of all the shopping-related content produced online that persuaded consumers to buy something on social media platforms, influencers came out on top. With 49.5% of respondents citing that a celebrity’s or creator’s content drove them to make a purchase, influencers surpassed brands (44%), retailers (35.4%), and even friends and family members (17%). 

If your brand has been contemplating whether to invest in influencer marketing campaigns, check out some of the reasons they can pay for themselves in terms of ROI.

Why brands should work with influencers

While true ROI can be challenging to calculate without the right tools, when done well, every $1 invested in influence marketing can earn brands roughly $6.50. Here are some factors that make the strategy so effective for brands.

1. Enhanced brand awareness

Influencers have established audiences that trust their opinions. Collaborating with them helps brands reach new consumers and expand their visibility in target markets.

2. Credibility and trust

Influencers typically have built relationships with their followers based on authenticity. When they endorse a product, it lends credibility that traditional advertising often struggles to achieve. In fact, across all age groups, consumers rate influencer posts as 2.2 times more effective than paid social ads at getting them to try a new product. 

3. Targeted marketing

Influencers usually focus on specific niches (e.g., beauty, fitness, food), allowing brands to precisely target their desired demographic without the inefficiencies of broad advertising campaigns.

4. Cost-effective marketing

Working with influencers can be more budget-friendly compared to traditional advertising methods. Brands can engage with micro-influencers who have high engagement rates for lower fees.

5. Engaging content creation

Influencers are skilled content creators and can produce high-quality, authentic content that resonates with their audience. Brands can repurpose this content across their own channels, extending its value.

6. Social proof and engagement

Influencer partnerships can generate social proof, encouraging followers to try products based on the influencer’s endorsement. This can result in higher engagement rates than traditional ads.

7. SEO benefits

Influencers often link to brands in their posts, helping to improve search engine rankings. This can drive organic traffic to the brand’s website and boost overall online presence.

8. Access to new audiences

Collaborating with influencers provides brands access to diverse followers, potentially introducing their products to audiences they might not have reached otherwise.

9. Rich data insights

Influencer marketing campaigns can yield valuable data and insights regarding consumer behaviors, preferences, and engagement, which can inform future marketing strategies.

10. Long-term partnerships

Building ongoing relationships with influencers can lead to loyal brand advocates who can create sustained awareness and credibility over time.

11. Versatile campaign options

Brands can collaborate with influencers on various campaign types, including product launches, giveaways, event promotions, and social media takeovers, allowing creative flexibility.

12. Authentic storytelling

Influencers excel in storytelling, which can help convey a brand’s message in a relatable way. This emotional connection can foster a deeper relationship between the brand and consumers.

13. Increased sales

Studies have shown that influencer marketing can lead to higher conversion rates. Influencer recommendations are often impactful, driving followers to make purchases. On Amazon, for example, shoppers guided by influencers are 7.6 times more likely to purchase on the retail giant’s site compared to other websites and 2.4 times more likely than other online retailers combined, according to our Influencers & Amazon report.

14. Content repurposing

By leveraging these benefits, brands can create effective marketing strategies that resonate with their audiences and contribute to their overall business goals.

Best practices for collaboration

While it’s impossible to predict every challenge associated with influencer marketing partnerships, there are some best practices that you can follow on the front end to minimize problems and maximize return.

Diversify your influencer lineup

Your creators should align with your target audience, not necessarily your industry. Experiment with a diverse mix of influencers in terms of demographics, platforms, and niche. Don’t rule out creators with smaller followings, as these nano- and micro-influencers can have high trust and engagement among their communities.

Build long-term relationships

Once you find an influencer who shares your audience and values and provides excellent content for a campaign, aim to forge a long-term partnership. The more invested an influencer feels with a brand, the more likely their content will resonate with their followers. In addition, influencers who regularly reference a brand can help increase brand recall, loyalty, and sales among their audience. 

Share content guidelines

Give every creator clear but flexible content guidelines (e.g., format, style, tone) to encourage authentic influencer content while maintaining brand integrity. Share your campaign goals and feel free to inspire your chosen influencers without micromanaging them. Trust that they know their audience well enough to create content that resonates and engages.

Ready to get started with influencer marketing campaigns but don’t know where to start? Reach out to us about crafting your ideal campaign strategy to meet your KPIs.